World's Best Scientists 2026 revealed!
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Rising Stars
2025

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Rising Stars

D-Index
32
Citations
3495
World Ranking
989
National Ranking
53

Business and Management

D-Index
39
Citations
5229
World Ranking
1773
National Ranking
105

Research.com Recognitions

  • 2025 - Research.com Rising Stars Award

Overview

Park Thaichon is affiliated with the University of Southern Queensland in Australia. Their research predominantly spans the fields of Business, Management and Accounting as well as Social Sciences, with a particular focus on Marketing, Sociology and Political Science, Organizational Behavior and Human Resource Management, Strategy and Management, and Information Systems and Management.

Their academic output reflects a concentration on several main topics related to marketing and consumer behavior. These topics include:

  • Digital Marketing and Social Media
  • Consumer Behavior in Brand Consumption and Identification
  • Consumer Retail Behavior Studies
  • Customer Service Quality and Loyalty
  • Technology Adoption and User Behaviour
  • Environmental Sustainability in Business
  • Sustainable Supply Chain Management

Park Thaichon has published extensively in various scholarly journals. The most frequent publication venues for their work are:

  • Asia Pacific Journal of Marketing and Logistics
  • Journal of Retailing and Consumer Services
  • Australasian Marketing Journal (AMJ)
  • Marketing Intelligence & Planning
  • Journal of Consumer Behaviour

Among the recent papers associated with their research interests are:

  • "Antecedents and consequences of panic buying: The case of COVID-19" (2020) published in International Journal of Consumer Studies
  • "Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention" (2022) in Journal of Retailing and Consumer Services
  • "Surviving an economic downturn: Dynamic capabilities of SMEs" (2021) in Journal of Business Research
  • "Digital content marketing as a catalyst for e-WOM in food tourism" (2020) in Australasian Marketing Journal (AMJ)
  • "The effect of AI quality on customer experience and brand relationship" (2021) in Journal of Consumer Behaviour

Collaboration features prominently in their career, with frequent co-authors including Sara Quach, Scott Weaven, Lorelle Frazer, Ata Allah Taleizadeh, and Lars-Erik Casper Ferm, reflecting sustained research partnerships.

Best Publications

  • Influencer marketing: Homophily, customer value co-creation behaviour and purchase intention

    Unknown

  • From connoisseur luxury to mass luxury: value co-creation and co-destruction in the online environment

    Sara Quach;Park Thaichon

  • Surviving an economic downturn: Dynamic capabilities of SMEs

    Scott Weaven;Sara Quach;Park Thaichon;Lorelle Frazer

  • Antecedents and consequences of panic buying: The case of COVID-19

    Catherine Prentice;Sara Quach;Park Thaichon

  • Emotion and advertising effectiveness: A novel facial expression analysis approach

    Nicolas Hamelin;Othmane El Moujahid;Park Thaichon

  • Digital content marketing as a catalyst for e-WOM in food tourism

    Yi Bu;Joy Parkinson;Park Thaichon

  • The development of service quality dimensions for internet service providers: Retaining customers of different usage patterns

    Paramaporn Thaichon;Antonio Lobo;Catherine Prentice;Thu Nguyen Quach

  • The influence of relationship marketing orientation on brand equity in banks

    Dhanushanthini Yoganathan;Charles Jebarajakirthy;Paramaporn Thaichon

  • Hybrid sales structures in the age of e-commerce

    Park Thaichon;Jiraporn Surachartkumtonkun;Sara Quach;Scott Weaven

  • Internet service providers' service quality and its effect on customer loyalty of different usage patterns

    Thu Nguyen Quach;Paramaporn Thaichon;Charles Jebarajakirthy

  • Consumer socialization process: The role of age in children's online shopping behavior

    Park Thaichon

  • Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior

    Unknown

  • The relationship between service quality, satisfaction, trust, value, commitment and loyalty of Internet service providers' customers

    Unknown

  • Who will adopt electric vehicles? Segmenting and exemplifying potential buyer heterogeneity and forthcoming research

    Unknown

  • Moving from multi-channel to Omni-channel retailing: Special issue introduction

    Park Thaichon;Ian Phau;Scott Weaven

  • Understanding online shopping behaviours and purchase intentions amongst millennials

    Maria Dharmesti;Theresia Rasika Seta Dharmesti;Sarah Kuhne;Park Thaichon

  • A sustainable inventory system with price-sensitive demand and carbon emissions under partial trade credit and partial backordering

    Unknown

  • Customer pre-participatory social media drivers and their influence on attitudinal loyalty within the retail banking industry: A multi-group analysis utilizing social exchange theory

    Lars-Erik Casper Ferm;Park Thaichon

  • Mobile wallets adoption: pre- and post-adoption dynamics of mobile wallets usage

    Unknown

  • An empirical model of home internet services quality in Thailand

    Unknown

  • Online relationship marketing: evolution and theoretical insights into online relationship marketing

    Park Thaichon;Gajendra Liyanaarachchi;Sara Quach;Scott Weaven

  • The role of art infusion in enhancing pro-environmental luxury brand advertising

    Sara Quach;Felix Septianto;Park Thaichon;Reza Ashari Nasution

  • B2B purchase engagement: Examining the key drivers and outcomes in professional services

    Munyaradzi W. Nyadzayo;Riza Casidy;Park Thaichon

  • Price image and the sugrophobia effect on luxury retail purchase intention

    Jun-Hwa Cheah;David Waller;Park Thaichon;Hiram Ting

  • Dark motives-counterfeit purchase framework: Internal and external motives behind counterfeit purchase via digital platforms

    Park Thaichon;Sara Quach

  • Storytelling, the scale of persuasion and retention: A neuromarketing approach

    Nicolas Hamelin;Park Thaichon;Christopher Abraham;Nicholas Driver

  • Value co-creation and social media: Investigating antecedents and influencing factors in the U.S. retail banking industry

    Lars-Erik Casper Ferm;Park Thaichon

  • Toward a theory of outside-in marketing: Past, present, and future

    Sara Quach;Park Thaichon;Ju-Yeon Lee;Scott Weaven

  • Revisiting the job performance – burnout relationship

    Catherine Prentice;Park Thaichon

  • Customer participation in firm-initiated activities via social media: Understanding the role of experiential value:

    Sara Quach;Wei Shao;Mitchell Ross;Park Thaichon

Frequent Co-Authors

Scott Keith W Weaven
Scott Keith W Weaven Griffith University
Vanessa Ratten
Vanessa Ratten La Trobe University
Charles Jebarajakirthy
Charles Jebarajakirthy Sunway University
James R. Brown
James R. Brown West Virginia University
Debra Ann Grace
Debra Ann Grace Griffith University
Robert W. Palmatier
Robert W. Palmatier University of Washington
Catherine Prentice
Catherine Prentice University of Southern Queensland
Bill Merrilees
Bill Merrilees Griffith University
Ian Phau
Ian Phau Curtin University
Ata Allah Taleizadeh
Ata Allah Taleizadeh University of Tehran

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